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About Impact Pricing

Our mission at Impact Pricing is to educate companies about value based pricing, which simply means charge what a customer is willing to pay. Once a company starts down that path, it’s quickly apparent that they require a much deeper understanding of value. By starting with the goal of charging for value, the focus shifts to how to create, communicate and capture value. Every company exists to create value for their market. Value based pricing spotlights how much value you truly create.

Our initial courses are focused on pricing and value in subscription businesses. This relatively new business model is very different from traditional businesses and requires a new framework for how to capture value from the market. These courses are offered both online and live.

Impact Pricing also offers one-on-one mentoring for companies or individuals who would like to have a pricing expert looking over their shoulder while they make enormously impactful pricing decisions.

Mark Stiving, Ph.D., the Chief Pricing Educator (and founder), has been in pricing since 1996. His mission is to help expand companies and grow people’s careers by sharing his knowledge of value and pricing. Mark and the company are based in Reno, NV but the rest of the team is dispersed around the world.

mark stivingMark Stiving, Chief Pricing Educator

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

An award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of Impact Pricing: Your Blueprint for Driving Profits, which has helped business owners answer the fundamental question, “Am I pricing right?

At Impact Pricing, Mark teaches two-day, on-site pricing courses for companies looking to create their own pricing roadmap to increase revenue.  He also mentors companies to help them through their pricing issues.

Get insight on all of your pricing questions from Mark’s expert point of view on the podcast, the blog and on LinkedIn.

natalieNatalie Louie, Subject Matter Expert

With over 20+ years of experience in Silicon Valley and Wall Street, Natalie has been pricing and valuing products and services across all industries and geographies. She enjoys a good pricing challenge  for any product or service thrown her way. Natalie Louie has been an advisor for Impact Pricing since March 2019.

Her favorite show growing up was “The Price is Right,” but she eventually stopped watching when figuring out the price was no longer challenging because they would rotate the same products through the show. Her first exposure to pricing theory was at the Cornell Hotel School when she learned the psychology of pricing menu items and why 99 cent endings worked. She worked on pricing projects for restaurants, hotels and airlines. She went on to price and value debt instruments, equity investments, companies, land, parking garages, shopping centers, office buildings, apartment complexes, hotels and software.

After moving to the Bay Area, Natalie transitioned into the SaaS world at her own FinTech startup, then she joined the MarTech industry at Responsys, staying through the Oracle acquisition. During this time she owned all pricing strategy and operations for homegrown products and services, acquired companies and partnerships across the Oracle Marketing Cloud.  She’s advised on pricing for hundreds of companies, products and services across thousands of SKUs in SaaS, PaaS and IaaS.

Natalie worked at Hired, a 2-sided marketplace, and helped them redefine their pricing and packaging roadmap to launch their SaaS subscription service and increase their ACV (Annual Contract Value).  Natalie is currently the Senior Director of Product Marketing at Zuora where she now helps thousands of companies with best practices on how to launch and power their subscription businesses to grow customer lifetime value.  Natalie currently loves living in the Bay Area with her husband and 3 children.